Alaska Airlines announced earlier this year that it would kill off the Virgin America brand it acquired for $2.6 billion by 2019, a move that Virgin founder Richard Branson finds quite disappointing. Only he expressed his opinions about it in somewhat more colorful language.

"I think Alaska is very foolish to just absorb it," Branson said on CNBC's Squawk Box. "Watch this space… I don't normally take these things lying down."

He wouldn't say whether his future plans include creating a new commercial airline; he's still full steam ahead with the world's first commercial spaceline Virgin Galactic. But in the meantime, he's not mincing words about what he thinks the brand has and will become.